Kia removes 'Motors' from its name as part of new brand strategy

(January 15, 2021) SEOUL, South Korea — Kia has announced details of its new brand purpose and ambitions for the future during a digital showcase event. Supported by a new brand slogan, "Movement that inspires," Kia has revealed new details of a strategy which will see the company go beyond vehicle manufacturing to create sustainable mobility solutions for customers.

Signaling the brand breaking away from its traditional manufacturing-driven business model, Kia has announced a new corporate name. Removing the "Motors" from its name (previously Kia Motors Corporation), Kia will expand into new and emerging bu
siness areas by creating innovative mobility products and services to improve customers' daily lives.

Ho Sung Song, president and CEO of Kia Corporation, said: "At Kia, we believe that transportation, mobility, and movement represent a human right. Our vision is to create sustainable mobility solutions for consumers, communities, and societies globally. Today we start putting this vision into action with the launch of our new brand purpose and strategy for the future."

Kia's new brand slogan is, "Movement that inspires" and it's at the heart of a brand manifesto which reflects Kia's new purpose of inspiring consumers through products and services, and their experiences with the brand. Kia's new brand purpose emphasizes that movement is at the genesis of human development. Movement enables people to see new places, to meet new people, and to have new experiences.